Kim Kardashian West’s underwear brand “Kimono” faces backlash

Kim Kardashian announced her own underwear brand Kimono. According to the reality star, It’s a shapewear which celebrates and enhances the shapes and curves of women. 

Finally I can share with you guys this project that I have been developing for the last year.
I’ve been passionate about this for 15 years.

Kimono is my take on shapewear and solutions for women that actually work.

Photos by Vanessa Beecroft pic.twitter.com/YAACrRltX3

— Kim Kardashian West (@KimKardashian) June 25, 2019

But some Japanese people on social media have said that the brand has no respect of their traditional kimono. They expressed their opinions on Twitter using the hashtag #KimOhNo.

The Kimono is loose long-sleeved traditional garment of Japanese which literally means “thing to wear”.

These days, they are worn on special occasions such as weddings, graduation, coming of age ceremony, new year, and more.

I feel very sad that the name “Kimono” is being used to something completely different from what we Japanese know about it. Kimono is Japanese traditional clothes and we are very proud of its history and culture. I’m sorry but I feel this name choice is simply ignorant. #KimOhNo

— ヤス＠BUNKAIWA(ブンカイワ) (@bunkaiwa) June 26, 2019

This is "Kimono" I wear. Your underwear is very nice, but please do not register it as Kimono. Please do not monopolize our Japanese culture Kimono as your trademark. #kimono #KimOhNo pic.twitter.com/oWqRpI1IR5

— マ 〽︎一葉乃舟なれや。 (@mr2k4tr) June 26, 2019

着物は、多くの日本人の心に根ざした大切なカルチャーです、ということが伝わるといいんだけど……。

"kimono" is a traditional Japanese culture rooted in our memories. Please don't take it away from us.#KimOhNo pic.twitter.com/81AlS1jZq7

— 池澤あやか / いけあや (@ikeay) June 26, 2019

#KimOhNo #Kimono
Please don't use the word…please. As a Japanese person and a Kimono lover, I'm so sad that many people think about underwear when they see the word "Kimono." Kimono is really special dress for us. Please think about it once again.

— 推しの人生と死と幸せって何だったんだろう (@yagami_rinn) June 26, 2019

This is #kimono I wore to my wedding. I'd like Kim to imagine how she'd feel if someone treated her wedding, prom or baptism dresses as lingerie.
"Kimono" are not just clothes but are a symbol that evokes precious memories and important life events. #KimOhNo pic.twitter.com/gD2KrTzsLR

— Misako Oi (@misakohi) June 26, 2019

How about Kimshape ?
Or Kimwear?
You have no idea to decide your own brand ?
If I had own brand ,I would think a lot to name my stuffs.
Because just using another famous word from another country,it’s easy but not clever.#KimOhNo

— Azusa_Markfan🇯🇵 (@azusa_markfan) June 26, 2019

I know you’re a very smart lady. So I understand that it’s not serious trademark registration but the purpose of free viral marketing. Congrats! It succeeded.
If you wanna express it in Japanese culture, I think DOGUU (earthen figures) is better than kimono. Recommended! #KimOhNo pic.twitter.com/LgDM5kEQ3u

— 🙆‍♂️🗻 (@maruyama48) June 26, 2019

What I am more pissed about this is that she is using our rage for publicity. By disrespecting us and making us tweet her brand from rage. Because she knows there will be people out there that will still buy her brand and still be able to make profit from it. #KimOhNo

— アレ🏳️‍🌈海外まったり大学生活 (@maamaaeee) June 26, 2019